Big tech’s objective is to eliminate the use of this type of file by the end of 2024
Starting this Thursday (4), Google will disable cookies from companies and apps for 1% of Chrome users. The technology company’s idea is, by the end of this year, to eliminate the use of this type of file.
As part of the testing phase of an initiative to reduce the tracking data that advertisers use to identify consumers. The goal is to completely end the use of third-party cookies from the third quarter of this year.
Third-party cookies have been a staple for nearly three decades. While they can be used to track your website activity, websites also use them to support a variety of online experiences.
Since 2020, Google has been working on alternatives to cookies in Chrome, as part of its Privacy Sandbox initiative. The company’s goal is to provide advertisers with browsing data anonymously through specific APIs.
“With Privacy Sandbox, we’re taking a responsible approach to eliminating third-party cookies in Chrome,” said Anthony Chavez, VP of Privacy Sandbox. “As we introduce Tracking Protection, we start with a small percentage of Chrome users so that developers can test their readiness for an internet without third-party cookies,” added the executive.
However, the company warns that the decommissioning schedule is subject to the UK antitrust regulator, the Competition and Markets Authority (CMA).
(Credit: Photo by Mitchell Luo on Unsplash)